Benin

Branding for Zambelli Brand Design

Benin Company has been offering coffee services for over 30 years. A rebrand of the concept has been done in order to help turning their business into a franchise. The creation of Benin’s visual system was a result of an in-depth process that included the discovery of the client's business drivers and company culture. The symbolism of the Renaissance movement, as a starting point for Benin's concept design, illustrates the renaissance of the soul after having coffee, as well as the connection to Italy, the homeland of premium coffee.

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Benin by Anja Zambelli Colak

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Branding by Anja Zambelli Colak

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Anja Zambelli Colak Benin

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Anja Zambelli Colak Branding

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Anja Zambelli Colak Designer Portrait Photo

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Zambelli Brand DesignBrand Logo

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Benin Branding Press Releases

Press resources for Benin are offered in several languages: English.

Benin Branding Media Articles

Ready-to-feature articles on Benin are available in these languages: Turkish, Italian, Arabic (Standard), Indonesian, Korean, Japanese, Russian, Chinese (Mandarin), English, Spanish, German, French, Portuguese and Dutch, for your convenience.

Unique Properties

Benin is a family-run company offering different coffee services for over 30 years, with new plans that turn their coffee shop business into a franchise model. This lively family loves music and sharing happy moments, and they developed a warm and cheerful customer approach. The new brand wanted to transmit that energy into their franchise with the visual identity that tells a story of happiness, passion, and feel-good. Through Cherub’s loving, smiling face and brand’s bright colors, every customer can get a sense of Benin’s unique values.

Tags

Branding, visual identity, franchise, coffee shop, packaging

Production Technology

To-go coffee cups and paper bags are produced with natural paper and CMYK offset technology. Benin package are produced and/or coated with metal materials to preserve the quality of coffee.

Design Challenge

The creation of Benin’s visual system was a result of an in-depth process that included the discovery of the client’s business drivers and company culture. Several challenges were identified: 1) Effective brand communication towards three different targets. 2) A strong symbol that unifies a heavenly pleasant experience and family values. 3) Brand standardization, so it can be successfully applied to the franchise concept: from interior design and packaging to marketing collaterals. 4) Using an affordable packaging material.

Project Duration

The project started in May 2021. in Rijeka and finished in August 2021. in Rijeka.

Operation Flow

The brand had to speak to three levels of coffee lovers: basic, intermediate, and advanced. Most of them are Millennials and Gen Z, so the colors used are their favorite baby pink and blue tones. The addition of strong yellow and red pinpoint the energetic brand personality. Product packaging is designed as a secondary advertising mechanism and aligned with the target’s expectations of sustainability, using paper cups, jute tote bags, and tins. The texture with angelic clouds is present in multiple details, constantly transmitting the heavenly good feeling.

Research

After initial consultations, two workshops were conveyed to the client. The first one discovered the brand’s unique story, philosophy, personality, target market, and benchmark. In the second one, the client had to choose between three different brand personality mood boards, identifying the one that is best aligned with their unique market position. Benin was identified as a kind, warm, cheerful, and wise friend, which was interpreted with the Cherub icon and accompanying aesthetics. The design prototype was tested at every brand touchpoint before creating the final identity.

Inspiration

Coffee lovers think that coffee is a divine drink that tastes like heaven. Whether it is a part of their morning ritual or a pause in a busy day, a cup of coffee gives them instant happiness. That heavenly good feeling was used as a starting point for Benin's brand concept, infusing its divine spirit into coffee shops through a symbol of an angel – a happy Cherub serving coffee. The underlying symbolism of the Renaissance movement is no coincidence; it illustrates the renaissance of the soul after having coffee, as well as the connection to Italy, the homeland of premium coffee.

Project Overview

Benin Branding has been a Iron winner in the Graphics, Illustration and Visual Communication Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

Image Credits

For design images and photos please credit Anja Zambelli Colak.

Iron Recognition

Anja Zambelli Colak was recognized with the coveted Iron A' Design Award in 2021, a testament to excellence of their work Benin Branding.

Anja Zambelli Colak Press Releases

Explore the world of Anja Zambelli Colak through our press releases, designed for media members to use freely and enrich your content. Journalists can access 4 press releases immediately, ready for your use.

Benin: A Heavenly Brand Concept for Coffee Shops

Anja Zambelli Colak Transforms Benin into a Franchise Model with a Divine Brand Concept

Anja Zambelli Colak Newsroom

Dive into Anja Zambelli Colak Newsroom to explore celebrated designs and projects.